What is a corporate culture and why is it so important? In a nutshell it’s what trickles down from the top of the company and get’s reflected all the way to the point of purchase. Corporate culture can be equally good and bad, and the results if course can dramatically help of hinder your businesses and ultimately your brand. It’s all about what the corporation holds dear, what it collectively truly believes as the way to go to business and the values that are delivered by all employees to all customers. The importance of getting a culture that is readily accepted with open arms by the employees and seen to be attractive by customers cannot be underestimated. It’s one of the areas of business that most companies do not spend anywhere near enough time on.
A couple of years ago I wrote an article on brand growth that addressed the opportunity of leveraging all of the five senses, (click here if you would like to read that article) and frankly corporate culture leverages another sense, and that’s emotion. Here’s the thing, your corporate culture get’s an immediate mental response that transcends all of the other communications and it should have positive effect on the person who is thinking about your company, business or brand.
There is only way to create the corporate culture that you want, and that’s by doing it right, doing it the way that you truly believe it should be and getting the people around you to believe and act on it too. Now there are many actions that you can take to affect the corporate culture, it can be as simple as having company jackets and sweaters like we did in my companies. Which by the way you did not get until you had worked for three months and were then approved by the people that you worked with as well as the management team. A company car for the employee of the year, the parking spot by the front door for the employee of the month, gas for the car for employee of the quarter, popcorn in a company bag every time a delivery is made to a client. You get the point, all of these things are special, but nothing is as special as the whole direction and feel of the company coming from the owner and leadership team.
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Jack Sims: Voted as one of the best keynote speakers in America, by meeting planners, he is the founder of two international corporations including America's largest marketing agency. He is also the author of two business growth books including "Growing small Businesses into BIG Brands" and "How to Seriously WIN at Business & Golf". He is a guest lecturer at the Institute of Business (Trinidad), a member of the National Speakers Association and is a Professional Golf Teacher in New York.